London Designer Outlet announces major additions with US sportswear and lifestyle brands Columbia and New Era, reflecting its continued growth and appeal in London’s retail landscape.
London Designer Outlet (LDO), one of London’s premier retail and leisure destinations, is set to welcome internationally renowned US sportswear and lifestyle brands Columbia and New Era as its newest tenants. Columbia has committed to a 10-year lease for a 2,210 sq ft unit, with an anticipated opening this autumn, while New Era will join on a five-year lease for a 1,339 sq ft space. These signings align with LDO’s strategy of curating a blend of premium and aspirational fashion labels that cater to a broad and diverse shopper demographic in the capital.
Columbia is widely recognised for its outdoor and activewear offerings, including jackets, hiking gear, and footwear designed for men, women, and children. The brand appeals particularly to outdoor enthusiasts, from skiers to mountain climbers, as well as families embracing active lifestyles. Marcel Misere, Retail Director Europe at Columbia Sportswear, described Wembley as an “energetic and diverse” location, noting that the new store marks a significant step in the company’s UK expansion, bringing its blend of innovation and performance directly to London’s vibrant retail landscape.
New Era, famed for its licensed headwear and accessories tied to major US sports leagues such as MLB, NFL, and NBA, is expanding its UK footprint with a curated selection of baseball caps—including the iconic 59FIFTY model—alongside backpacks, hoodies, t-shirts, and shorts. The arrival of these brands complements LDO’s existing roster of influential US names including Calvin Klein, Tommy Hilfiger, and Levi’s, alongside established sportswear giants like Adidas, Nike, The North Face, New Balance, Asics, and Champion.
LDO’s Retail Director, Matt Slade of Quintain, highlighted that the addition of Columbia and New Era, coupled with renewed leases for Asics and Champion who have relocated within the centre, underscores the outlet’s success in consistently outperforming regional competitors. Slade emphasised the ongoing strength of the ‘healthy lifestyles’ trend, which continues to drive demand for fashion-forward activewear, particularly among families who form a key segment of the outlet’s clientele. He also pointed to LDO’s exceptional connectivity—being just 12 minutes from central London and well-served by multiple tube lines, trains, buses, and ample parking—as a critical factor in attracting a footfall of 16.4 million visitors annually. This audience comprises a mix of local residents, office workers, event attendees, international students, and commuters from northwest London and Hertfordshire.
LDO is unique in Europe for integrating retail, food and beverage, leisure, and events within an urban outlet setting, providing a dynamic environment for both shopping and entertainment. The centre, operated by Multi-Realm, offers 265,000 sq ft of retail and leisure space, housing approximately 70 outlet stores alongside restaurants and coffee shops.
The strategic leasing activity at LDO has been particularly pronounced in the past year, with 11 new lettings and relocations covering nearly 16,000 sq ft, including recent arrivals such as Crocs, French Connection, Rituals, and the first outlet store for Miniso in the capital. Furthermore, LDO has reported robust trading performance, with sales surpassing £8 million in May, marking six consecutive months of record-breaking figures, and a 7.4% year-on-year growth in June, reaching the highest monthly sales since before the pandemic.
These developments demonstrate London Designer Outlet’s continued ambition to be the destination of choice for both brands and shoppers seeking high-quality, accessible retail experiences supported by strong lifestyle and leisure offerings.
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Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative was first published on September 25, 2025, with the earliest known publication date being September 24, 2025. ([benews.co.uk](https://benews.co.uk/columbia-signs-for-new-store-at-ldo/?utm_source=openai)) The report has been republished across multiple reputable outlets, including FashionUnited and TheIndustry.fashion, indicating a high freshness score. The content appears to be based on a press release, which typically warrants a high freshness score. No discrepancies in figures, dates, or quotes were found. No earlier versions show different figures, dates, or quotes. The article includes updated data but recycles older material, which may justify a higher freshness score but should still be flagged.
Quotes check
Score:
9
Notes:
Direct quotes from Marcel Misere, Retail Director Europe at Columbia Sportswear, and Matt Slade, Retail Director at Quintain, were found in the report. These quotes appear to be original and have not been identified in earlier material. No identical quotes appear in earlier material, indicating potentially original or exclusive content.
Source reliability
Score:
9
Notes:
The narrative originates from Premier Construction News, a reputable organisation known for its coverage of construction and retail developments. The report has been republished across multiple reputable outlets, including FashionUnited and TheIndustry.fashion, indicating a high level of reliability.
Plausability check
Score:
8
Notes:
The claims about Columbia and New Era joining London Designer Outlet are plausible and align with recent retail trends. The narrative includes specific details about the store sizes, lease terms, and product offerings, which are consistent with industry standards. The language and tone are consistent with typical corporate communications, and there are no signs of excessive or off-topic detail unrelated to the claim.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is fresh, with no significant discrepancies or signs of disinformation. The quotes appear original, and the source is reputable. The claims are plausible and supported by specific details.
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